Research On The Marketing Strategy Of Digital TV Value-added Services Of Baicheng Branch Of Jishi Media

Jishi Media of Baicheng Branch is one of the branches of Jishi Media Co.Ltd.,which mainly offers150,000consumers in Baicheng digital TV broadcastingservices, digital TV value added business and private network and broadbandservices for key accounts. With the rapid development of the Internet technology, themarketing competitiveness continues increasingly. The original strategies of JishiMedia of Baicheng Branch can’t meet the requirements of current competitiveenvironment. So we must formulate a series of marketing strategies in accord withthe comprehensive environment in Baicheng if Baicheng branch developscontinuously and stably.First of all, this thesis analyses the current marketing situation of BaichengBranch and states some problems appearing in the market. At the same time, thethesis analyses the company’s background information, personnel structure, productcontent, etc. and finds some problems appearing in the marketing process likeinsufficient competitiveness the pricing mechanism rigid, sluggish sales channelsand other issues.Secondly, the thesis analyses macro marketing environment, carrying out adetailed analysis of the political, economic, social and technological environment,from which the author can see the company’s advantages in the macro environment.From the analysis on the digital value-added services of Baicheng Branch and theanalysis on demographic factors, the consumers’ living conditions, the authorensure the consumer groups and advocacy goals. In the analysis of competitors, theauthor analyses IPTV, satellite receiver, letv boxes, etc., seeing the shortcoming of value-added services, and the improvement directions. Through SWOT analysis theabove and the statements of the company’s value-added services’ strengths,weaknesses, opportunities and threats, obtain relevant strategy notes.Finally, on theabove basis, the thesis combines the theories of marketing management and its owncharacteristics of Baicheng branch target market, developing a customer-centricvalue-oriented overall product strategy, and stating rich products’ content, serviceprocesses of personnel, and ultimately, ensure consumers’ satisfaction with theoverall product. In terms of price, adopt flexible pricing strategy, so that consumerscan change the previous payment model to achieve a monthly payment and they canwatch more value-added services; as for sales promotion, take the customers as thecore, replace the set-top boxes around the customers, update the activities and doexperiential marketing and other aspects of marketing strategy; channels mainly toincrease operating room functions and open up a variety of sales channels.In this thesis, the author take Baicheng Branch as the participant, do a deepstudy on the marketing strategy for value-added services, and improve the productstrategy, pricing strategy, promotion strategy and channel strategy of value-addedservices in Baicheng Branch, providing some theoretical and practical referencevalues for Baicheng Branch. Based on this, Baicheng Branch can accurately analyzethe market, grasp the market and create more economic value for Baicheng Branch.The results of this study not only provides solutions for marketing strategy of digitalTV value-added services of Baicheng branch, also provides inspiration and referencefor other branches.